Exel’s North American General Manager Melissa Cook
announced the appointment of David Michael to the post of North American Sales Manager, winter division. Michael will also contribute to the sales function for Exel’s rapidly growing Nordic Walking business.

Most recently, Michael had been brand manager for Roces North America Ltd. He was involved in technical support at Roces prior to his brand management assignment. Michael also worked in retailing for a number of outlets in Ontario, Canada, including Brewer’s Retail and The Trip Outdoors, as well as being sole proprietor of his own company, Velocity Gear.

“Dave has the perfect combination of business acumen, entrepreneurial instincts and competitive cross-country skiing background to help us re-energize our winter business,” Cook said. “He understands the needs of skiers at all levels, and by having worked the retail desk on both sides, he has unique insights that will be extremely valuable to our retail partners,” she added.

“This opportunity with Exel is very exciting,” Michael said. “It allows me to integrate my business skills with my passion for cross-country skiing in a very entrepreneurial environment, and it will allow me to grow into a new area with phenomenal potential, Nordic Walking.”

Michael competed in cross-country skiing where he has distinguished himself over the years as North American Ski champion, a member of the Canadian National Cross-Country Ski Team Development Center, a member of the Ontario Ski Team, and recipient of a total of 11 National & North American Nordic ski championship medals between 1991 and 1997. He also holds levels 1,2 and is continuing to work towards his level 3 NCCP cross-country skiing coaching licenses.